Kia picks new social media agency for APAC

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Automotive brand Kia has selected Sticky Rice, an agency under Trapper Group as its new social media agency for APAC.

The agency has been entrusted with providing a comprehensive suite of social media services for Kia APAC, in its key markets such as Malaysia, Singapore, Indonesia, Vietnam, the Philippines, Hong Kong and Taiwan. This is the first engagement of a social media agency by Kia APAC, represented by their master agency, Innocean Malaysia.

Don't miss: Malaysia Airports picks social media strategy partner

Additionally, food company Emborg has also picked Sticky Rice to manage its social media across the ASEAN region. The engagement spans across Malaysia, Singapore, the Philippines, Thailand, Vietnam and Taiwan. The incumbent social media agency for Emborg was Lion&Lion.

The agency said that these strategic wins highlight Sticky Rice’s proficiency in delivering innovative, data-driven social media solutions that foster brand growth and enhance audience engagement across the diverse cultures and countries within ASEAN.

Sticky Rice told MARKETING-INTERACTIVE that it has been appointed on a 12-month contract for both brands. This follows a pitch setup by Kia APAC in July last year with the results announced in August 2024, while Emborg held a closed pitch last October for the mandate.

It added that work for both brands have already commenced upon the finalisation of their contracts. It said that content for Kia APAC went live in September last year. The regional media strategy for Kia APAC focuses on amplifying their innovation in mobility through social channels.

As for Emborg, the Ramadan Raya campaign in March this year marked the beginning of Sticky Rice's new social media initiative with the brand. Emborg's strategy highlights their dairy expertise and the quality and nutrition of their products, aiming to make daily cooking easier and tastier for families.

Sticky Rice told MARKETING-INTERACTIVE that it was selected for their comprehensive approach to social media, which involves crafting customized storytelling with data-driven insights and engagement strategies tailored to each brand’s unique target market, ensuring a deeper connection with the audience.

"Winning Kia APAC and Emborg isn’t just a milestone— it’s validation that our social-first philosophy works," said Janice Wee, business growth director at Sticky Rice.

"Brands today need more than a content calendar; they need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty. That’s where we excel. And this is just the beginning. We’re ready to engineer growth for every bold brand seeking to dominate social," added Wee.

Sticky Rice is a next-generation social media agency under Trapper Group, built to engineer growth for brands through strategic, creative, and data-led social solutions. it offers social media management, influencer management and social creative services. It is led by chief strategy officer Gitanjali Sriram and business growth director Janice Wee.

The agency currently services Toyota and Mastercard. Its past clients include Texas Chicken, Homesoy, Petron, Measat, and Farm Fresh.

Taking over the mandate from Lion&Lion for Emborg, Sticky Rice's Ramadan Raya campaign for the dairy products company's social media featured cooking recipe videos using Emborg's products, as well as a #TeamRayaPurple photo contest to win Touch 'n Go credit worth RM10.

Two days ago, Emborg also shared a "Find joy in sharing" video featuring scenes of a Raya open house while highlighting the use of Emborg's creams, cheeses and products being used in the Raya dishes.

Trapper Group is headed by co-founders Sivanathan Krishnan and Beverly Jitam. It offers full-scale digital marketing and data analytics capabilities. The group has worked with brands like Lee Kum Kee, Vico, Hyundai, Canon, LG, Tourism Malaysia, AXA and more.

Photo courtesy of Kia Singapore.

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!